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Stan

Minimalne ślady uzywania na okładce. Wewnątrz kilka zaznaczeń.


O książce

Podstawy zarządzania marką, opisane przez jednego z najwybitniejszych specjalistów w tej dziedzinie. Lektura obowiążkowa dla wszystkich, którzy zajmują się brandingiem.


Spis treści

Preface and Acknowledgments

1. What Is Brand Equity?

The Ivory Story
The Role of Brands
Brand-Building Neglect
The Role of Assets and Skills
What Is Brand Equity?
What Is the Value of a Brand?
Brand Value Based upon Future Earnings
Issues in Managing Brand Equity
The Plan of the Book

2. Brand Loyalty

The MicroPro Story
Brand Loyalty
Measuring Brand Loyalty
The Strategic Value of Brand Loyalty
Maintaining and Enhancing Loyalty
Selling Old Customers Instead of New Ones

3. Brand Awareness

The Datsun-Becomes-Nissan Story
The GE-Becomes-Black & Decker Story
What Is Brand Awareness?
How Awareness Works to Help the Brand
The Power of Old Brand Names
How to Achieve Awareness

4. Perceived Quality

The Schlitz Story
What Is Perceived Quality?
How Perceived Quality Generates Value
What Influences Perceived Quality?

5. Brand Associations: The Positioning Decision

The Weight Watchers Story
Associations, Image, and Positioning
How Brand Associations Create Value
Types of Associations

6. The Measurement of Brand Associations

The Ford Taurus Story
What Does This Brand Mean to You?
Scaling Brand Perceptions

7. Selecting, Creating, and Maintaining Associations

The Dove Story
The Honeywell Story
Which Associations
Creating Associations
Maintaining Associations
Managing Disasters

8. The Name, Symbol, and Slogan

The Volkswagen Story
Names
Symbols
Slogans

9. Brand Extensions: The Good, the Bad, and the Ugly

The Levi Tailored Classics Story
The Good: What the Brand Name Brings to the Extension
More Good: Extensions Can Enhance the Core Brand
The Bad: The NameFails to Help the Extension
The Ugly: The Brand Name Is Damaged
More Ugly: A New Brand Name Is Foregone
How to Go About It
Strategy Considerations

10. Revitalizing the Brand

The Yamaha Story
Increasing Usage
Finding New Uses
Entering New Markets
Repositioning the Brand
Augmenting the Product/Service
Obsoleting Existing Products with New-Generation Technologies
Alternatives to Revitalization: The End Game

11. Global Branding and a Recap

The Kal Kan Story
The Parker Pen Story
A Global Brand?
Targeting a Country
Analyzing the Context
A Recap
Notes
Index

Stan

Minimalne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Jedna z najpopularniejszych książek poświęconej zarządzaniu sprzedażą detaliczną. Książka ceniona za strategiczną persperktywę, aktualne dane. Struktura tekstu oparta jest modelu podejmowania decyzji strategicznych. Tekst w przystępny sposób ilustruje najnowsze teorie opisami przypadków znanych marek.
Autorzy omawiają m.in. CRM, wpływ globalizacji na handel detaliczny, handel multikanałowy, zarządzanie łańcuchem dostaw oraz wykorzystaniem nowych technologi w handlu i obsłudze klienta.

Spis treści

Sect. 1 The World of Retailing 3

1 Introduction to the World of Retailing 5
2 Retail Competition 33
3 The Changing Environment of Retailing 77
4 Customer Buying Behavior 117
5 Ethical and Legal Issues in Retailing 155

Sect. 2 Retailing Strategy 193

6 Retail Market Strategy 195
7 Financial Strategy 233
8 Retail Organization and Control 297
9 Store Location 313
10 Measuring Retail Location Potential 345

Sect. 3 Merchandise Management 377
 
11 Merchandise Budget Planning 379
12 Assortment Planning and Control 419
13 Pricing 447
14 Buying Merchandise 479
15 The Retail Promotion Mix 517

Sect. 4 Store Management and Operations 563

16 Managing Store Employees and Reducing Inventory Losses 565
17 Managing Customer Service 601
18 Retail Selling 631
19 Store Layout, Design, and Visual Merchandising 663

Sect. 5 Systems Control 701

20 Integrated Retail Computer and Distribution Systems 703

Cases in Retailing Management 725
Appendix A Careers in Retailing Management A-1
Appendix B How to Start Your Own Business B
Appendix C Starting a Franchise Business C-1
Glossary of Retailing Terms G
Name Index I-1
Subject Index I-5

Stan

Minimalne ślady używania na okładce.


O książce

Najpopularniejszy podręcznik poświęcony zarządzniu finansami. Przegląd podstawowych terii, narzędzi oraz sposobów wykorzystania nowoczesnych technologii w zarządzaniu finansami, bogato ilustrowany case'ami.


Spis treści

Part I Introduction to Financial Management

1. An Overview of Financial Management
2. Financial Statements, Cash Flow, and Taxes
3. Analysis of Financial Statements
4. Financial Planning and Forecasting
5. The Financial Environment: Markets, Institutions, and Interest Rates

Part II Fundamental Concepts in Financial Management

6. Risk and Rates of Return Appendix
6A Calculating Beta Coefficients
7. Time Value of Money Appendix 7A Continuous Compounding and Discounting

Part III Financial Assets

8. Bonds and Their Valuation Appendix
8A Zero Coupon Bonds Appendix 8B Bankruptcy and Reorganization
9. Stocks and Their Valuation

Part IV Investing in Long-Term Assets: Capital Budgeting

10. The Cost of Capital
11. The Basics of Capital Budgeting
12. Cash Flow Estimation and Risk Analysis Appendix
12A Depreciation
13. Other Topics in Capital Budgeting

Part V Capital Structure and Dividend Policy

14. Capital Structure and Leverage
15. Distribution to Shareholders: Dividends and Share Repurchases

Part VI Working Capital Management

16. Managing Current Assets
17. Financing Current Assets

Part VII Special Topics in Financial Management

18. Derivatives and Risk Management
19. Multinational Financial Management
20. Hybrid Financing: Preferred Stock, Leasing, Warrants, and Convertibles
21. Mergers, LBOs, Derivatives, and Holding Companies

Appendixes

A - Mathematical Tables
B - Solutions to Self-Test Problems
C - Answers to End-of-Chapter Problems
D - Selected Equations and Data Credits Index

Stan

Minimalne ślady używnia na okładce. Wewnątrz zaznaczenia na kilkudziesięciu stronach.

O książce

Książka, napisana przez byłego CFO, ma przybliżyć zagadnienia zarządzania finansami studentom i osobom rozpoczynającym swą przygodę z finansami. Autor wielką wagę przykłada do przystępnego wyjaśnienia statystycznych i matematycznych narzędzi zarządzania finansami.

Spis treści

Preface 

Pt. 1 Introduction to Financial Management 1

Ch. 1 Foundations 2
Ch. 2 Financial Background: A Review of Accounting, Financial Statements, and Taxes 20
Ch. 3 Cash Flows and Financial Analysis 54
Ch. 4 The Financial System and Interest 98

Pt. 2 Discounted Cash Flow and the Value of Securities 131

Ch. 5 Time Value of Money 132
Ch. 6 The Valuation and Characteristics of Bonds 178
Ch. 7 The Valuation and Characteristics of Stock 208
Ch. 8 Risk and Return 235

Pt. 3 Business Investment Decisions - Capital Budgeting 279

Ch. 9 Capital Budgeting 280
Ch. 10 Cash Flow Estimation and Risk Topics in Capital Budgeting 311
Ch. 11 Cost of Capital 351

Pt. 4 Long-Term Financing Issues 383

Ch. 12 Capital Structure and Leverage 384
Ch. 13 Dividends 431

Pt. 5 Operations Issues - Working Capital Management and Planning 455

Ch. 14 The Management of Working Capital 456
Ch. 15 Financial Planning 500

Pt. 6 Current Topics in Financial Management 551

Ch. 16 Corporate Restructuring 552
Ch. 17 International Finance 586

Stan książki

Niewielkie ślady używania. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Tekst omawia najpopularniejsze teorie wyjaśniające zachowania
konsumentów i pokazuje potrzebę rozumiania zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana
zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.

Polskie tłumaczenie tego tytułu jest oparte na wydaniu szóstym.

Spis treści

Ch. 1 Consumers rule 4
Ch. 2 Perception 46
Ch. 3 Learning and memory 82
Ch. 4 Motivation and values 116
Ch. 5 The self 154
Ch. 6 Personality and lifestyles 194
Ch. 7 Attitudes 232
Ch. 8 Attitude change and interactive communications 264
Ch. 9 Individual decision making 302
Ch. 10 Buying and disposing 340
Ch. 11 Group influence and opinion leadership 378
Ch. 12 Organizational and household decision making 414
Ch. 13 Income and social class 450
Ch. 14 Ethnic, racial, and religious subcultures 482
Ch. 15 Age subcultures 510
Ch. 16 Cultural influences on consumer behavior 540
Ch. 17 The creation and diffusion of global consumer culture 568

Stan

Książka wygląda jak nowa.

O książce

Jeden z najpopularniejszych na rynku amerykańskim podręcznik do nauki badań marketingowych. Kompleksowe omówienie tematu, charakteryzujące się przystępną formą i wieloma przykładami działań rzeczywistych organizacji.

Spis treści

Part 1 Introduction
 
Chapter 1 The Role of Marketing Research 1
Chapter 2 Information Systems and Knowledge Management 25
Chapter 3 The Marketing Research Process 48
Chapter 4 The Human Side of Marketing Research: Organizational and Ethical Issues 70

Part 2 Beginning Stages of the Research Process
 
Chapter 5 Problem Definition and the Research Process 100
Chapter 6 Exploratory Research and Qualitative Analysis 119
Chapter 7 Secondary Data Research in a Digital Age 148

Part 3 Research Designs for Collecting Primary Data
 
Chapter 8 Survey Research: An Overview 185
Chapter 9 Survey Research: Basic Methods of Communication with Respondents 211
Chapter 10 Observation 249
Chapter 11 Experimental Research: An Overview 270
Chapter 12 Test Marketing and Complex Experiments 299

Part 4 Measurement Concepts

Chapter 13 Measurement 323
Chapter 14 Attitude Measurement 339
Chapter 15 Questionnaire Design 364

Part 5 Sampling and Fieldwork
 
Chapter 16 Sampling Designs and Sampling Procedures 415
Chapter 17 Determination of Sample Size: A Review of Statistical Theory 445
Chapter 18 Fieldwork 475

Part 6 Data Analysis and Presentation 

Chapter 19 Editing and Coding: Transforming Raw Data into Information 499
Chapter 20 Basic Data Analysis: Descriptive Statistics 524
Chapter 21 Univariate Statistical Analysis 555
Chapter 22 Bivariate Statistical Analysis: Tests of Differences 574
Chapter 23 Bivariate Statistical Analysis: Measures of Association 607
Chapter 24 Multivariate Statistical Analysis 631
Chapter 25 Communicating Research Results: Research Report, Oral Presentation, and Research Follow-Up 651

Part 7 Comprehensive Cases with Computerized Databases 

Appendix Statistical Tables 707
Glossary of Frequently Used Symbols 715
Glossary of Terms 716
Endnotes 729
Credits 739
Index 740

Stan

Książka wygląda jak nowa. Bez zaznaczeń.

O książce

Jeden z najpopularniejszych amerykańskich podręczników do nauki marketingu. Klarowny język, managerska perspektywa i kompleksowe omówienie działań marketingowych firmy to największe atuty tej książki. Do książki dołączona jest płyta CD oraz zbiór artykułów nt marketingu z prasy biznesowej.

Spis treści

1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
3. Focusing Marketing Strategy with Segmentation and Positioning
4. Evaluating Opportunities in the Changing Marketing Environment
5. Demographic Dimensions of Global Consumer Markets
6. Behavioral Dimensions of the Consumer Market
7. Business and Organizational Customer and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New- Product Development
11. Place and development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion- Introduction to Integrated Marketing Communications
15. Personal Selling
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution
20. Managing Marketing's Link with Other Functional Areas
21. Developing Innovative Marketing Plans
22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing